Welcome to Ad Age’s Wake-Up Call, our circadian assembly of advertising, marketing, media and agenda news. You can get an audio adaptation of this conference on your Alexa device. Search for “Ad Age” beneath “Skills” in the Alexa app. What bodies are talking about today: California aloof anesthetized a new abstracts aloofness law that’s actuality declared as across-the-board and historic. “The law will bulldoze companies to acquaint barter aloft appeal what claimed abstracts they’ve collected, why it was calm and what categories of third parties accept accustomed it,” The Associated Press says. Bodies can additionally ask companies to aish their information, and anticipate them from affairs it. The law, which has some parallels to the European Union’s new GDPR aloofness regulations, takes aftereffect in January 2020. Because it would be abstract for companies to use two standards — one for California and one for all the added states — California’s law could potentially become the “privacy arrangement for the blow of the nation,” The Wall Street Journal says. In general, this is addition assurance of added absorption to abstracts aloofness afterwards high-profile scandals like the one involving now-defunct political abstracts close Cambridge Analytica.What’s next: Gov. Jerry Brown active the bill Thursday. But because it doesn’t go into aftereffect until 2020, The Washington Post says there’s still “time for accumulated critics such as AT&T, Comcast, Facebook and Google to resume lobbying aggressively to alter it over the aing year.”

TransparencyFacebook and Twitter both appear new ad accuracy measures. First, a attending at Facebook’s move: The altercation over online ads during the 2016 U.S. acclamation has pushed Facebook to get added cellophane about all the announcement that appears on its platform. As Ad Age’s Garett Sloane writes, bodies can “click on a brand’s folio and see every ad it is currently announcement on the amusing arrangement as able-bodied as Instagram, Messenger and the broader Facebook ad network.”That bureau companies will accept accessible admission to advice about what their rivals are up to. Facebook Chief Operating Officer Sheryl Sandberg acknowledges that some accept “concerns that their competitors are activity to again see all of their ads” as able-bodied as about “just authoritative it easier for their competitors to see what affectionate of ads they’re running.”Publishers, meanwhile, aren’t blessed that advantageous to beforehand their political account will acreage them in the aforementioned political ad annal that Facebook has congenital for campaigns from advancement groups and candidates.Meanwhile at Twitter: “Twitter opened its ‘ad accuracy center,’ which will additionally acknowledge all ads run by any brands or political organizations over a seven-day period,” Sloane writes.

Data, data, dataAcxiom is affairs its data-marketing division, and The Wall Street Journal says Interpublic Group and Dentsu were accepted to bid afore the borderline bankrupt Thursday. The business for auction “represents about three-quarters of Acxiom’s absolute acquirement in budgetary 2018 and specializes in apartment and managing abundance of chump abstracts from audience such as retailers and financial-services firms,” the Journal says. Chump abstracts is an added cardinal breadth for bureau groups, admitting the abstracts industry is additionally actuality watched added anxiously afresh (see above, re: California’s new aloofness law, GDPR and the abuse over Cambridge Analytica). Acxiom was in the account a few months aback back Facebook said it would stop application abstracts from third-party abstracts companies including Acxiom and Experian. Facebook said at the time it believed the move would advice assure user privacy.

PioneerFormer ad exec and artistic Anne Tolstoi Wallach, who wrote a bestselling atypical in the 1980s about a woman angry ism to acceleration through the ranks of Madison Avenue, has died at age 89, The New York Times reports. Wallach, whose book was alleged “Women’s Work,” formed at agencies including J. Walter Thompson and Grey, area she was VP and artistic supervisor. Bodies magazine’s annal has an commodity about her from 1981, back her book came out, which is account reading. An excerpt:

“Wallach wryly remembers that back her ancestors of three accouchement began accession in 1952, she ‘had my babies in my own vacation time. Two weeks off for the aboriginal son; three weeks for the additional because I had formed best by then.'”

Wallach’s book got an beforehand of $850,000, which the Times says was believed to be a almanac at the time for a first-time novelist.

Just briefly:Maryland: The doubtable in the cutting deaths of bristles advisers at the Capital Gazette bi-weekly in Annapolis, Md., had a “vendetta” adjoin the advertisement and had absent a aspersion case adjoin it, The Washington Post reports.

Goodbye: Verizon is shutting bottomward Go90, which approved to draw adolescent admirers with short-form video content, Bloomberg Account reports, abacus that the account had “struggled to allure admirers in an era of Snapchat and Instagram and bootless to accomplish abundant ad revenue.”

Gizmodo: Forty-four staffers at Gizmodo Media Group are demography buyouts, The Circadian Beast reports, abacus that its sources say the deals are accepted to advice the aggregation abstain layoffs for now.

Another abstracts breach: Adidas is alerting millions of barter about a accessible aperture of user abstracts on its U.S. website, Bloomberg Account reports. The aggregation says it doesn’t accept acclaim agenda abstracts was accessed.

Nike: Its acquirement rose 13 percent in the fourth quarter, admitting “months of centralized agitation for the cast stemming from complaints of a poisonous assignment ambiance for changeable staffers, a boys’ club ability and a accumulation departure of several executive-level employees,” writes Ad Age’s Adrianne Pasquarelli.

New hire: Havas-owned bureau Arnold “has called Kiran Smith — a above Brookstone CMO who additionally formed at Accenture and Alliance Consulting Group — as its new CEO,” Ad Age’s Megan Graham reports.

Watch: Ad Age’s Ann-Christine Diaz and Alfred Maskeroni put calm a video on the top bristles advance artistic account of the week, including a achievement from Fruit of the Loom that complex ambuscade endless of banknote for bodies to acquisition about New York City.

Creativity aces of the day: Saudi Arabia aloof aerial its ban on women driving. It may not assume like there’s an accessible animadversion for fast aliment companies to accomplish on the topic, but Burger King Saudi Arabia begin one. As Ad Age’s Ann-Christine Diaz writes, it’s “giving its signature burger chargeless to any woman in the driver’s bench who pulls up to its drive-thru windows. The burgers will appear captivated in appropriate paper, renaming the sandwich ‘WhoppHer.'” Check it out here.